The challenge
An Egyptian restaurant name that was new to Dammam. The temptation in a new market is to buy attention with discounts, which fills tables once and trains customers to wait for the next offer.
The goal: build a brand Saudi customers choose again, on a small media budget, and get the branch above break-even month after month.
The strategy
Build the brand first, then let paid media amplify what already works.
The execution
A content system instead of one-off posts: regular filming, customer content and local creators, paid social, and fast replies on every channel.
The results
2025 showed what brand-first buys: strong sales on a very small ad budget, with ≈45x return on ad and SMS spend and 23.5M video views. Q4 ran 58% above break-even.
2026 kept climbing: sales up 47% and orders up 48% year on year, with every month so far above break-even, at ≈36x ROAS across Meta, TikTok, Snapchat and loyalty SMS.
What I'd do next
66% of 2025’s customers ordered only once and 10.3% are loyal. The 2027 plan is built on that gap: loyalty tiers that move guests to a second and third order, media bought by objective, and bundles that lift the average order.
* Sales and revenue values in this case study have been encoded to protect the privacy and confidentiality of the client's or company's information.